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Last night, I was chatting with a wedding planner. She asked me some questions that are common for biz owners trying to get their marketing under control. She asked, “When should I be sending out my email invitations for my events?”
(She happens to host live events that teach brides + wedding couples about planning their wedding.)
While the content you send out to your couples may not be email invitations, this is a very common question.
When should I send out marketing emails? Which day + time is the best?
My response was specific + general (I know, that doesn’t sound good).
I responded to her specific needs + we set a timeframe for sending out her save-the-dates, the invitation + the follow-up. In general, though, I asked her if she has an editorial calendar for each of her events + the other campaigns she launches for her biz.
Her response was as common as her question, “No, we seem to always be scrambling at the last minute to get everything out.”
The solution for EVERY wedding planner is an editorial calendar. If you are not familiar with an editorial calendar, it is a plan put to dates to the topics of your content. When you create an editorial calendar, it eliminates the need to scramble because you know in advance what content you need to produce.
How it Works
Schedule one day on your calendar to plan your editorial calendar. Sit with a calendar + any information you need on holidays or events going on in your business. Decide how far in advance you want to plan.
I create my editorial calendar for the entire year, so toward the end of 2014, I sat down + wrote out my editorial calendar for all of 2015. Now, it’s the end of 2015, so I’m working on the content for 2016. An editorial calendar is a guide, so it can change + be moved around as necessary.
Some of the items my editorial calendar contains are my webinars, blog posts + the two e-newsletters I send out each month. First, I plan all of the dates for all of these events. Then I add in the individual content pieces that pertain to each item.
For example, for the webinars, I write out the topics for each month + then schedule the dates I need to write the script for the call, each email blast that goes out to invite attendees, autoresponders that go out to registrants with the log-in information, the press release + each of the follow-up emails for the registered attendees.
After the calendar is complete, then you have to schedule time to write the content. Again, how you schedule this is up to you.
I schedule every Friday as my day to write content for my own business. Monday through Thursday, I write client content + copy or work with clients, but Friday is my day for working on stuff for my own business. Every Friday, I pull up my editorial calendar + write all of the copy + content for the following week.
Scrambling to write content + copy at the last minute tends to come through in your message. Not only does it cause your message to be off, but the timing of getting your information in front of your dreamiest of dream clients may be off too. When you create an editorial calendar, you remove the need to scramble at the last minute + you’ll find that your messaging + delivery becomes much more effective (as in booking more weddings).